> For the complete documentation index, see [llms.txt](https://viber.gitbook.io/viber-docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://viber.gitbook.io/viber-docs/table-of-contents/3.-problem-definition.md). # 3. Problem Definition *** ### 3.1 Film Market Revenue Structure #### Fan Perspective | Problem | Current Situation | | ---------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Participation Disconnect** | After a theatrical viewing, 94% drop off with no further participation. There is no pathway to participate in the production process or have opinions reflected. | | **Platform Fragmentation** | Content (OTT), tickets (Interpark), goods (studios), and community (SNS) are each operated separately. | | **Global Access Barriers** | 70% of overseas fans of Korean content cannot access exclusive events and limited-edition products. A Korean payment method is required. | | **No Revenue Linkage** | Fans’ contributions (promotion, community activities) do not connect to any form of economic reward. | #### Production Companies / Creators Perspective | Problem | Current Situation | | --------------------- | ------------------------------------------------------------------------------------------------------------------------------------ | | Revenue Concentration | 85% of total revenue occurs within 4 weeks of release. After that, IP monetization pathways are limited. | | Opaque Settlement | Multi-step settlement: box office → distributor → investor → production company. Real-time tracking is impossible. | | Fan Data Disconnect | OTT viewing data, goods purchase data, and event participation data are not integrated. | | Funding Constraints | Competition for traditional investment is intensifying. Securing funding for small-to-mid-scale projects is becoming more difficult. | #### OTT Platform Perspective | Problem | Current Situation | | --------------------------- | -------------------------------------------------------------------------------------------------------------------- | | **Subscription Fatigue** | Households subscribe to an average of 4.2 streaming services. There are limits to driving additional subscriptions. | | **Worsening Profitability** | As of 2Q 2025, TVING continues operating losses. Recovering returns relative to content investment is taking longer. | | **Limited Differentiation** | Competing continuously with global platforms like Netflix based only on budget scale is not feasible. | *** ### 3.2 Core Structural Problems #### 1. One-time Consumption Model ``` [Current Structure] Fan → Buy movie ticket → Watch → End [Result] - IP lifespan: 4–6 weeks - Fan re-engagement rate: 6% - Post-release monetization: almost none ``` #### 2. Disconnection Between Fans and Production | Stage | Fan Role | Problem | | ---------- | -------- | ---------------------------------- | | Planning | None | No channel for reflecting opinions | | Production | None | Cannot participate in the process | | Release | Audience | One-way consumption | | After | None | Relationship ends | #### 3. Exclusion of Global Fans * Overseas fans of Korean content: estimated \~100 million (K-content exports: $13.4B, as of 2024) * Only available participation channel: watching local OTT * Crowdfunding, goods, events: effectively excluded due to requiring Korean payment methods *** ### 3.3 Quantitative Impact | Metric | Figure | Source | | -------------------------------------------- | ---------- | ------------------------------------------- | | Decline in theatrical revenue | -12.4% YoY | Korean Film Council (KOFIC), 2025 | | Average IP active period | 4–6 weeks | Industry estimate | | IP lifespan with transmedia utilization | 2+ years | 'Solo Leveling' case | | Willingness to pay for exclusive content | 73% | Korea Creative Content Agency (KOCCA), 2025 | | Inaccessibility rate for overseas fan events | 70% | Industry estimate | *** ### 3.4 Limitations of Existing Solutions | Solution | Attempts | Limitations | | ------------------ | ----------------------- | -------------------------------------------------------------------- | | **Crowdfunding** | Wadiz, Tumblbug | Only sponsorship; no revenue linkage. Korea-only payments. | | **Fan platforms** | Bubble, Weverse | K-pop-focused. No film/drama application cases. | | **Goods sales** | Studio direct operation | One-time purchase. Cannot drive sustained participation. | | **OTT exclusives** | Tving, Coupang Play | Revenue accrues to the platform. No economic participation for fans. | *** ### 3.5 Problems Viber Solves | Problem | Viber Solution | | ------------------------ | -------------------------------------------------------------------- | | Participation Disconnect | Staking-based voting rights, participation in the production process | | Opaque Revenue | On-chain settlement, transparent execution of Buyback & Burn | | Global Exclusion | Borderless participation via crypto payments | | IP Lifespan Limits | Incentives for sustained participation, community governance | | Platform Fragmentation | A single ecosystem: content + participation + rewards | *** --- # Agent Instructions This documentation is published with GitBook. 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